Publix Joins Twitter, Becoming Even More 'Socially Devoted'

Monday

Feb 4, 2013 at 2:53 AM

Publix Super Markets Inc. is scheduled to formally join Twitter today as the grocer continues to expand its social media presence.

By KYLE KENNEDYTHE LEDGER

LAKELAND | Got something to say to Publix? Send a Tweet.Publix Super Markets Inc. is scheduled to formally join Twitter today as the grocer continues to expand its social media presence.Lakeland-based Publix will operate two handles on Twitter: @Publix, used for company announcements, promotions and engaging with followers; and @PublixHelps, which focuses on responding to customer inquiries and concerns."We've received such positive engagement on our Facebook page and wanted to expand that connection with our customers on another social media platform," said Publix spokeswoman Shannon Patten. "Being on Twitter will allow us the opportunity to enhance the level of service we provide to our customers."Patten said the Twitter accounts will be actively monitored and used by the company's social media staff. Publix already has two Twitter feeds it uses for employment and recruitment information — @PublixJobs and @Publix_IT_Jobs — but the new accounts will have a much broader scope in promoting the company and interacting with customers.Patten said the company has had good results with social media. In July 2011, Publix joined Facebook and has since been "Liked" by nearly 1.5 million users.Last week, the social media analytics firm Socialbakers named Publix among the 10 most "socially devoted" U.S. brands on Facebook, based on number of fans and responsiveness to customers' posts.Twitter had more than 200 million active users as of December, compared to Facebook's 1 billion-plus, and both are used widely in the corporate world. Some 82 percent of Fortune Global 100 companies have at least one Twitter account, according to a report last year by Burson-Marsteller, a global public relations firm."For a large corporation, it's important for them to be monitoring the major networks like Facebook and Twitter, just because there's a percentage of customers who are active on those networks," said Jarrett Smith, president of Lakeland-based consulting firm Maximize Social Media.